Speaker 1: (00:01)
Here we go. All right. Hello everybody. This is Oli Billson and welcome to another episode of path to purchase and of course I am with my co host, Mr Tom Breeze. Hello Tom. Hey Oli. How are you? Doing? Very well. Very well. Thank you. Very professional intro to the podcast. Absolutely. I don't know what came over me to be honest with you. I just felt all relaxed and then it will just flow beautifully. Like Cadbury's caramel chocolate bar. No. Wow. All right. I know there's a set that the alliteration I was looking for, which turned out I've kind of nailed it really, if I do say so myself. Perfect. Of course, like American listeners are a bit like Cadbury's. Do you, do they even have shoes? Hershey's over that, right? Oh, she's hot.

Speaker 2: (00:50)
Oh, I was trying to think of it more alliteration the whole name Houghton horny. No, it does a different problem. That's a different problem. Everybody started down sculpt gum too far. Again, I love how he started off well for this podcast and we've probably kind of dashing that to our whole, yeah, exactly. Gretchen bone straight away. All right, well we never hit the road. We never hit the record button here, so that's great.

Speaker 1: (01:11)
Yeah, exactly. Yeah, everybody knows that we're totally authentic that way. So, well let me bring us back in line. Let's like, let's get down to business so, I am quite excited actually because you can share with us they, not necessarily the scripting formula, but certainly give us a bit of insight into the thought process, the framework behind actually putting together an effective, video script. But what's quite interesting is, and the reason why I'm quite excited about it is because this can actually apply to even writing an ad and possibly even writing an email as well. So if you ever stuck thinking about things like, you know, what do I put in my Facebook ad? Or, if I'm putting together a video of some sorts, you know, how do I kind of put all this stuff together, put it in some sort of order that makes sense. That's actually gonna get results then that's what we're going to talk about. Sorry.

Speaker 2: (02:09)
Yeah, yeah. It's going to be awesome. And, this all be, this would be something that I've kind of been thinking about for a long, long time and been doing loads of scripts for many years now. I'm not just for YouTube video ads, but for some Facebook video ads for, for website videos and things. And, I recently, I, the reason I wanted to talk about this because recently I've been rereading lots of books, that I used to kind of read a lot a things like mater stick by Dan and chip Heath that's pretty UN, contagious by Jonah Berger was a really good one for me as well. Recently StoryBrand or Donald Miller has brought out his story, brand story, brand book, which had been really good as well I've got like, download some of the masterclasses as well from, Aaron Sorkin.

Speaker 2: (02:55)
That was really interesting. So a lot of Hollywood productions and how they put like, scripts for movies together. And, so that's, that's been really insightful to see it from another perspective as well. But the beauty of this is that I get to do a couple of things. So one thing is I get to kind of research through other people's means, like this, like with books and things. Then the other thing I get to do is actually put my own scripts together for clients. They say those scripts and then I get to see what the results are so I can split test loads of different things. And it's so surprising the number of things that have apparently been researched in science and we gonna test it and like, yeah, we find every single time we've disproved that. But that's fine. And so we find all this information all the time.

Speaker 2: (03:35)
And so I wanted to share a little bit of high level scripting ideas about what tends to work really well. And there are lots of different types of ads. And the analogy we normally use is like if you go to a restaurant, it's not simply the food that's delivered that makes it the restaurant that it is like lots and lots and lots of people can create amazing food and, and kind of deliver you, I will kind of give you an amazing meal but when it comes to a restaurant, it's everything that comes around that as well. So it comes down to how the, how it's served that user experience, how you're kind of treated as a customer of that restaurant as well. And that is the same way as we think about YouTube advertising as well. It's not just like getting the script perfect.

Speaker 2: (04:15)
It's also about the delivery of that. Like when are they seeing the ad, how are they seeing that at, was there anything before that ad that they've seen about you as a brand? Is there anything they're going to see afterwards as well and will influence how you do things. And we do things like we'd like to choose your own adventure ads, where she can like allow the user to not necessarily click straight to the website but instead continue to journey on YouTube. We do things like, we sometimes use bumper ads like six second ads to then follow up with more of a content based ad and then like a remarketing ad we sometimes do a much longer ads, like five minutes in length where it's like just lots and lots of education in the marketplace as well. So there's lots of different types of ads.

Speaker 2: (04:52)
But I wanted to kind of focus on it like that, that 92nd 92nd script that is like your default, use this when you first get started because it will give you the best results when you're first getting started. And then once you start getting the data, you can start to see what other forms of ads might work really well for your business so when we look at kind of creating a kind of a 92nd, script for a video, what we tend to do to begin with is identify a few things. So first of all, make it all customer centric. So think really about your customer. What are they looking for? What they actually want, it's not always easy to identify that from the beginning, but things like, even things like Tony Robbins is 60% needed. We kind of look at that quite a lot of time.

Speaker 2: (05:37)
Like to say really what do people actually want? What they want to achieve is it's not just always money in a business setting, some people will feel like it's just always a return on investment, but I know a lot of clients come to us. Sure they want to get that, but really they want it so they can build that brand and they can be seen and get recognized and they're going to grow their brands that way as well but obviously along the way, they want to make sure they're getting rich at the same time. So it's kind of like a dual edge to it, but it depends on your customers and what they're looking for. Is that sense of accomplishment? Is it I mean, 60 business is always a good one, but like significance can pull up a pig. They play into it.

Speaker 2: (06:11)
And that certainty as well is always important. Like they want to know that they, they're actually going to get this this time so understanding exactly what your customer wants from the very beginning. And then that really does form the core message to be like, that's what we're going to be delivering on the, when we look at any scripts that we write, we write them to begin with and we normally always getting down to half of what they were previously when we first wrote first wrote them. So we write them and then realize that we could, if it was like a whole page of a full essay, we could easily cut that in half with just a little bit of editing. And and so it kind of like when you're, when you're creating your scripts, it's going to be a lot of editing that kind of gets rid of all the stuff that doesn't have a huge impact on just that core message.

Speaker 2: (06:56)
Like there's so many things you could say about your business or your about your products that are really great, but it's choosing and prioritizing on a message in particular. So, and there's always sort of start with what the customer's looking for, what are they genuinely wanting. And so if you can identify that from the very beginning, that's great. And then what we do as soon as we work out what that one thing is the customer wants, we then work out what's stopping them from having it and something that reminded me recently was, the book by Donald Miller with a StoryBrand is that, there's three things that people tend to, kind of like focus on at once, but like, and this can be things that get in the way. Like it's normally either an external thing so something that's like they'd perceive something out there in the marketplace is stopping them from achieving what they actually want to achieve.

Speaker 2: (07:41)
It could be an internal thing, like a belief thing or it could even be like something around a more philosophical, play there that's kind of like stopping them in it. It's annoying them from a bigger, bigger picture perspective as well. Like something's impacting them in a way that's, it's just not right. It's not the way it should be so like, like Trump right now, for a lot of people, I'm not saying everybody, but for a lot of people they felt like a lot of anger can be put his way because he's doing so many different things that are rubbing people up the wrong way. From a philosophical standpoint, it might not impact them directly, but it's like there's a bigger thing at play when it comes to the political arena. So it's identifying what those problems are, which is the next thing.

Speaker 2: (08:23)
What are those things that gain weight? So we, we tend to look at it as like, what's the objective from the very beginning? What does someone want to achieve? And then what's there, what's their objective? And then what's also the, the obstacle that's in the way as well so there's two owes like the obstacle objective and obstacle and try and marry those up in terms of what is stopping this thing from happening, that they've already wants to achieve. And trying to get that across in video as quickly as possible because as soon as you set that stall out, people are then involved in some, some level of storytelling. So it's like you want this, but this is in the way and it's like, great. Okay, cool. You've, you've set the scene really at that point the trick we are finding it's working really well with the obstacle is to, and this, there's a reason why we call it obstacle is because we want to make it feel like for somebody, it is actually a fit, like almost a physical concept.

Speaker 2: (09:16)
It's something that you can point at and say, because of that reason, I'm not achieving the results. So it's not like a, an emotion or it's not, it's trying to pinpoint it to something that says, Oh, if I just could sort out that problem, I would have this fixed. If I could just get rid of that demon or that problem, that'll be, be great. And, we're just chatting about it in a team just earlier today and it's a bit like in a movie you would have like, the bomb would be that thing the bomb represents all the problems you have internally, externally, philosophically, philosophically it kind of wraps up everything together and isn't as, it might be a bigger reason for that bombing system in the first place, but it is that bond that's kind of like, that's the thing that is stopping me from achieving what I want to achieve, right?

Speaker 2: (10:01)
So it's like trying to either personalize it or make it like an object and that we can kind of point at and say that's because of that I am stuck so to speak. I can't get the result I want to get and if you start that like map, if you have those two things, like that core message of what the client or the potential customer wants and then this other kind of like objects that's stopping them from happening, you know, you're going to be creating a really strong strong script at that point. As long as it's easy to illustrate via script, as long as it's easy to explain to someone and someone says, yeah, I kind of get it straight away. If you can do that, you're onto an absolute winner and that's kind of what we spend most of our time with.

Speaker 2: (10:39)
That's like the creative part. That's the difficult part is trying to identify what the problem is and trying to personalize it in a way that someone actually gets it immediately but if you can do that, you're off to a winner. Mmm. Then what we try and do, not what we try and do. What we actually do is to position you. Then it's like the, as the person that can help the customer in that scenario. And you do that by showing them that you have some sort of plan in place. Like I have a method for tackling this and this kind of comes back to a bit of NLP I suppose, but it's any good communication ready? You're saying, why would you be interested? What do I have for you and how does it work? And now what's next? Really so the why we've covered with like what is someone looking for?

Speaker 2: (11:22)
Great, we've got that. And also there's a problem in place and the Watson, how comes down to like, all right, well what are we going to do and how we're going to do it, so at that point you, you have to tell people that you've got a plan, you've got a method in place, you have something that's going to actually genuinely help them and then you want to kind of probably build up the credibility behind that as well to say, Hey, look, this has helped thousands of people before, by the way. So what I'm about to show you, it's gonna be really, really handy. And then we want to try and make that plan seem like a model of some sorts in like, okay cool, I can, I can follow along easily. So it'd be a three step process or a four step formula or anything like that.

Speaker 2: (11:57)
So it just feels cool, this is easy to get and it's, it's kind of still quite a high level. And so it'd be like a three-step thing maybe. Is it always a kind of good thing? As soon as you see three steps, it's an easy thing to picture and as soon as you have like that what feels like a plan to the customer they're buying into at that point. Cause they're like, great, this is helpful to other people for I kind of see it and get it and I can understand, I can immediately see how that three step formula is going to solve. The problem of that bomb I've got an Amelia is they've got that, that plan is then all you need to do is just give a quick demonstration of it in inaction, so to speak, to say, alright, let's just show you how this would work in this scenario then.

Speaker 2: (12:35)
And that can be a real case study it can be just another kind of example of a story or something along those lines. Just like, here's how this is going to work basically. And so someone can just like picture their own business or their own problem having being sold as well, so to speak. So it's like if you do have a before and after with a customer appliance and you can show that by using that three step process, then someone's going to see that. And when I'm talking about like ten second demonstration, I immediately go to see it and like, Oh my God, yeah, I get it. That's easy. Okay, cool. That's the kind of completely bought into the whole plan at this point. And you have suddenly become the, the mentor or the guide for them. And it's this, the great thing about it is it's never about you like you running your ad.

Speaker 2: (13:18)
I see lots of people trying to promote themselves. We're using listeners of credibility and saying, here's how good I am and here's how great I am, but the viewer doesn't really care they usually want to care that their problem can be solved and then later on once they've done it like, cool, well how do we get started then? And that's the thing like with any ad that you create, you want to make sure people go, that's so cool. What's next and at that point you, obviously you're moving into the call to action. So you give like that complete clarity of exactly what to do and almost like, again, give a demonstration of here's what you can do. So that one unit is step two you to do this and step three going to do this. If you can illustrate that in the virtual video as well.

Speaker 2: (13:54)
All the better because it's like people just giving like visual instructions. It's not just auditory like told what to do. It's like clicking this button. Then you can get to this page and fill in your details here. So it's kind of like you're pasting the future for them as well as they go through that. And then you just want to reiterate as well of the benefits of them doing it and the negatives if there aren't to do it, like what to expect, that they do do it, what to expect. They don't do it. And again, just a quick sentence or plenty with another call to action at the end, just like a reminder call to action at the end and that really is how to script things. But like the, it doesn't have to be more complicated than that. And so once you've written out this script that might be, say 60 seconds in length or so, it might come out as like three or four minutes when you first do it, but you can just edit it down and just cut away anything that doesn't kind of like, just move the story along quickly without kind of like making it too jumpy, so to speak.

Speaker 2: (14:48)
So you wanna make sure that each part leads into each other. But I mean, if you're able to do that and just keep it streamlined and just focused on getting the viewer to go from point a to point B in the slickest way possible, then it just makes the whole journey so much easier, easier. But as you quite rightly say, all that messaging there doesn't just lend itself to a, a YouTube ad. It lends itself to all the other forms of advertising as well. But if you've got a story right and people can demonize that problem, it's like a bomb for example, then you can even if you've personalized or made it into an object, you can even use that as a visual asset for a lot of other things you'd talk about because people will get it quickly. And then when they see it again, in, an image ad or anything like that, or an email or anything that you might be able to show to people, again, that story continues.

Speaker 2: (15:34)
If they haven't yet taken action, they're going to still be picturing that, that bomb in their head sort of big like, Oh my God, it's still his problem. I still have this problem and you've been associated now as the guide that can help them through that so they never going to forget it we try and we try and also use some that we, we read in, Jonah Berger's book, which is like, I think it said, top of mind tip of tongue, which is like the idea that if you can associate, something they see every day to the same problem, but you've demonized that problem. If you've made it kind of like a, a thing that can imagine, then every time they experienced that same problem, they're going to be immediately anchored to the same kind of like concept you gave them.

Speaker 2: (16:15)
And therefore the whole story like loops again in their head of like, I really should get in touch with that company cause it's, it keeps on coming up in my head, but it's not like, it's like the brand never gets forgotten at that point so they did it with like, they talked about going to kick out the chocolate biscuit, kit Kat and Kit-Kat for years used to do, in the States it was more have a coffee habit kit Kat. But when the UK we've had, take a break, have a kit Kat but as soon as you, you get that in your brain loads and loads and loads and you hear all the time, then anytime that someone says, Hey, do you want to take a break immediately your brain part of it is going to trigger, have a kit Kat sort of thing.

Speaker 2: (16:49)
And so you kind of make that association. But if you can do that again with your advertising, if you can conceptualize that problem so people can imagine them, point fingers out and say, that's the problem I've got. And every time they experienced that problem, they're also gonna remember you as a brand that can be someone that can help them out with them so we try and kind of build that in as much as possible cause it's got the longevity of that message that will play out for all types of marketing message you would have across your website, your emails and everything else you might be doing as well. So in a, in a very quick tutorial style video ad, that's kind of like how I would look at a scripting, a YouTube ad but I'm sure there's things that you would have to add to that Oli as well. Then if there's anything that you thought as I was going through that there is absolutely nothing that I would add to that is like almost like a bystander while like bombs of knowledge were being dropped to the Lake, leaving me almost salivating at them, you know, and the mouth of, you know, the possibilities of new advertising, things that were not taken advantage of. So, yeah, it was very eloquently put in, very well articulated what for, for what is actually, and this is the challenge for a lot of people is that well for what is quite actually complex for some people and breaking down the complex into a simple framework actually people can follow. And actually when you actually think about it and put it in the way that you did, it's, it seems very logical, but actually is some people make that to be, you know, make it more complex than it, than it may actually be because you kind of mirror mirroring and modeling what kind of human behavior and psychology is that, those moments that they're seeing these things and it just makes total sense. But it was, that was great. I think the, the, the one thing that, that, that, I wanted to ask you actually was from, the, from the, the point in which you have this scripted you, you know, maybe honestly, I mean, if you're listening to this right now, I would, I'd go to a site called Tammy [inaudible], I a.com and I would, take the link for the podcast and I would go and have it transcribed.

Speaker 1: (19:01)
You can get it for free like Tammy will do is machine learning transcription, right? Go and get it transcribed. Will you rev.com or whatever, get it transcribed and go through that, that framework that Tom's laid out for you, that because it's absolute gold but once you've done that, Tom, when you find some, Tom's people then struggle with the execution of that actually getting that script into an actual video whether it be a, a, a video ad, a, they're in front of the camera and suddenly they're faced with like a cow gotta read this script and you find that, it's better to do, you know, have it, have a professional voiceover with some kind of stock video. Do you prefer it to be mine with a talking head video, but done with a teleprompter? Do you find that it's better that they do it more like a video sales letter what do you find works best and why? What's the best route for somebody to take that script and actually go and execute it?

Speaker 2: (20:05)
Yeah, so it's going to be probably the hardest one from a, well not the hardest from a standpoint of video creation, but the hardest one for a presenter and that is going to be good on camera if you can be on camera all the better. You don't have to speak down the barrel of the lens all the time. So you can, if you wanted to, especially on a website video, you could almost, have it. Say, for example, you're in an interview scenario and someone happens to you, the questions in the same way to elicit that script from you, you could easily do that. So you could almost like look slightly off camera, just a little bit of camera and just walk it through as if you're talking to somebody else and walking them through it. So instead of saying, Hey you, mr viewer, this, I'm talking to you right now.

Speaker 2: (20:46)
Instead of doing that I, that you're saying to the mr interviewer, we're looking slightly off camera and you're saying, okay, so I think what most people want to achieve these days is this, this and this. And that's kind of like your starting points. And the problem is they're finding that this, and then you demonize that problem. That's the issue right now, right? So you'll, you'll make it much more conversational at that point. And so you can look off camera. That might make it a lot easier for people because then it feels like you're not having to be a presenter. Instead, you're just talking about, I'm talking about like this script, to somebody else. And that can just free you up a little bit to not have to act, but you're just talking to someone then and I'll actually genuinely get someone in a chair looking at you, talking it through and just film you from the side so to speak.

Speaker 2: (21:30)
Cause if you do that, you can still make it look really elegant, eloquent, or elegant. Sorry. And you can come across, in a very eloquent way. But I mean, that can sometimes take the pressure off of having to speak directly to the camera. That's an I would still try and be on camera. And the reason being is because, especially if you're talking directly to camera as well, you can have such a big impact there and people remember people and when you have an ad for the person ads, people just remember that as a part of the branding as well. So the next time they see it, faces are very easy to recognize. Again it's very unusual for us to see a face and then completely forget it especially if you've spent like a minute looking at video sort of thing. And so as soon as you get to see that person, we attribute kind of a lot of connections to that person and the chance of things like remarketing or when someone goes to the website and that continuation, that same person is again on the website again, then it feels like, okay cool, I can continue this journey with this brand.

Speaker 2: (22:26)
It's very difficult to get with a logo quickly I was moving away from VSL cause I just feel like it's it's not a, it's not a lazy video but I just felt like it could be done so much better cause it's been so much more powerful and so sure you could probably get great conversion results from a VSL if you could have like got that script perfect.

Speaker 1: (22:45)
I think it's in a different moment isn't it? Like if you are using that, you know, it needs to be in the context of the best moment to use it. And we're talking about ads here which are different, right? The question we get asked a lot is who should you use a teleprompter? Should you, even if you're talking off camera, should that be through a teleprompter, what should it be? And the other question is, is when you actually tell them to go and do something like click some thing, should that be also off camera or should it be cut on? Should it then be straight down the barrel when you're actually telling them to actually go and do something?

Speaker 2: (23:21)
It's a good question. So, when it comes to the presenting, if someone is, is a, a new presenter and they're using, also cue [inaudible], the problem you have there is that they'll look like they're reading it and they can even sound like they're reading it as well. So they're not using it as a prompt any longer, which is hence the word teleprompter should, should give the clue away it's not totally reading it's bronzer, but like, so it's, it's more a case of like the words are coming up and it's, if you've been trained to be good at teleprompting, then fine use that. I'm good with that because then you can really nail your scripts. I mean I've done it over and over and again, I haven't necessarily been trained. I've just done it so many times. I know not to let my eyes flicker and you see my peripheral vision, but then it's still, then it might take me like 40 takes to get the video ad right so to speak.

Speaker 2: (24:09)
So don't feel like you have to get it right the first time and also break it up. So just get the first bit now. Absolutely perfect. And then get the second bit now and then get the third bit. Now stitch it together with editing, cause you're gonna be jumping, you're doing jump cuts anyway with editing. Just keep your eyes fresh. So, yeah, don't have to worry too much about getting it perfect all in one take. But, yeah, people will die keen on using a teleprompter. Sure. Go for it can be an asset, but just don't make it. Looking wooden wouldn't perform by just saying the right words. Cause again, it's about the energy behind those words that are really, really important so, I would say you can, but I often say to people, look, learn the lines, get really comfortable with it.

Speaker 2: (24:47)
You don't have to say it exactly as it is in the script when it comes to the actual video day. But if you learn, it's almost like if you're getting a best man speech at a wedding, I think we did a state school it best man I, I've no idea. I have no idea. It's your best buddy who speaks at your wedding sort of thing. It's the best man. I'm probably his best man but so is that that sort of speech where you would have practiced and practiced and practiced and practiced and practice the point in which even on the day you're going to be presenting and you're going to be comfortable enough to go with the crowd. If they're laughing for ages, you can take a bit of a break, and then deliver the line again and, and, and so you'll know that kind of like the timing can work a lot better.

Speaker 2: (25:28)
So it's a bit like that, learn it so well and not necessarily have to learn it but get so familiar with it. And when you say it to camera it just flows and it feels comfortable and you're not trying to remember the words each time. It's more because there's a prompt there. Great. That'll help you. And at the same time you just feel comfortable with the lines and it also gives the camera more energy than usual. It's amazing how even when you feel like you're being really energetic, it can sometimes when you get the camera back it just feels a bit flat. So just give it like a level up a little bit so I always say you plus one, so try and present it another slightly different level so that helps and then the second part of that question was about what does that for what it was now while we were just talking really about, weather and when we told him about prompting and then we were saying at the point where you're actually gonna like tell them to go and do something.

Speaker 2: (26:18)
If you were looking off camera, it is the best thing for you to do to cut away and at the point where you tell them to do something, actually look down the barrel of the lens at them and tell them what today or is that okay to do it still off, off camera. So we, when we do a script, we have a very special line that we tend to use. It's squishy is difficult to get right? But when you get it right, it's perfect. You start the sentence with us and you end it with you. So you say, so let's give you an example of this. It'd be like, so in order to achieve this, here's what we're going to do. You're going to click this link, do this by saying we're like, people can buy into that a little bit more easily because it's at the point at which you've told them exactly the demonstration of what you're going to show them and a formula that works really well.

Speaker 2: (27:05)
And then you can say, so here's what we're gonna do. And so it's almost a throwaway comment. But what it allows the viewer to feel like, it's like, okay, we're gonna do this together and then you've assumed the mentorship role and then you're going to say to them, okay, here's what you need to do. So you said the viewer feels like, okay, cool, you can be adopted, I can adopt you as my mentor and now you're telling me the instructions of what's do next. So that's like what we do at that point. We'll also normally as we're giving like super clear instructions, we'll then cut away from someone being on camera and talking any longer because it's a bit of a sales patient. We don't necessarily always want the person to be associated with the selling.

Speaker 1: (27:44)
It's a bit like a QVC type thing. If people are familiar with that type of thing, when they go from demonstration to actually buying something, they never have the person actually pitching it.

Speaker 2: (27:57)
Doing the call to action. Yeah, exactly. They might be doing it lightly with like graphics on page, for example. But at that point where they're saying, now go and buy this or I'm on shopping, I'll tell you shopping it always be like, call this number and the presenters out the picture. Then at that point, we like to do a similar thing where, it just comes up with almost like a walk through and you can see someone typing and let the typing in. So search bar, if I was to come up or clicking buttons with and you can see the mouse moving to click it and like a red little radar will come around the buttons [inaudible] clicking, the sound of a click would happen. So via a video, demonstration, we're letting the viewer see exactly what to do at each stage, so to speak.

Speaker 2: (28:38)
So you say you're going to click this button, you will land on this page, you fill in your name and email here and you'll be registered for the webinar for example. And then like from there on in, you don't have to necessarily show them too much off of that but then you might, you might, if I do get to see the thank you page, it's gonna be sometimes good. You can say, Oh, and by the way, you'll see a video on here that's going to show you exactly how to do this. So you kind of like highlighting this something else for them to go and get it and the benefits of doing that as well. But you just want to highlight the benefits of doing what you've just asked them to do and the three words of, so you can, are always good to add in, so you can almost as a psychological prompt to almost pick up the years at that point to say, ah, now listen in, so to speak, without saying it.

Speaker 2: (29:22)
So it's like, Oh, bloody blah, blah, blah, all this information so you can, it's all good. That's the benefit to me as, as a, as a viewer so the, so you can, is three little words that we always, you'll see it in pretty much every script that we do and, it just kinda brings, it, brings you as a copywriter or someone who's script writing, brings you back onto, remembering to add in the benefits and then also highlight the negatives if they don't do it as well. And then give them one final call to action at the end. So yes, try and illustrate and give people as such clarity, because remember people on YouTube are sure that they're watching and they're engaged somewhat cause they've gone to YouTube to search for something. So it's easier to get their attention. Then it would be as someone like Facebook, but they're still in that mode of like they're watching stuff.

Speaker 2: (30:07)
There's distractions on the right hand side. There's loads of things you could see there's loads, you've got loads of options. But we're trying to get a person to focus on saying, just do this one thing. Just do that. Like, and that will start the journey to a much better version of yourself or whatever it might be so you're asking the viewer to do that one thing and as soon as they do it, cool, you're off. You're off the hook almost, but like leave it so that it's, they must be making sure that they kind of take that first action with you as a brand. And so the clearer you can make it all the better. There's a, there's a book which I'll forget the name of now, but it's, it's a great book about advertising, but it's, they call them the fact that it's two things that can help you get more conversions.

Speaker 2: (30:47)
One is increased desire, which is what 99% of people do they say, Oh, you must love this. Cause they're trying to think of the perfect message to be like, Hey, look, if you, if you achieve this and this is all your biggest goals and you're trying to like bring out more and more that desire add more scarcity and now what it might be. But what most people forget is just make it damn easy as well. Right? The number of times, like people just like, yeah, this amazing sales pitch. They're not crystal clear on what you want people to do. And just by telling people what to do, it makes like the viewer actually go and do it it's, you just have to be super clear with your call to action because if you do that, you'll get much better conversion rates and all the best messaging in the world is all great, but it's, that is the clarity of the call to action is important. Love it. Tom. It's been absolutely awesome and, buys, made sure that he really listens to this, Gavin and gets it transcribed. Whatever it is that you need to do to start improving your scripts. And I'm using the framework. I'm sure you'll be super successful. So Tom, thanks again. Look forward to seeing you again soon. No, so normally, especially about.

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